Technology has revolutionized the way in which people shop. Thanks to the presence of vast online catalogs, investment in logistics in order to be able to offer same day delivery, as well as endless customization options, the public has been ushered into a new way of interacting and shopping experience. A virtual showroom offers the benefits of both real and digitized areas, specially for the real estate industry.
A showroom is normally considered to be any space designated to exhibit products or services in a way that makes it appealing for potential buyers, usually found in shopping malls.
Nowadays, online shops and social media have displaced a big part of the roles played by showrooms, modifying them into a more user friendly environment. This, however, brings up a few not so positive situations.
Reaching buyers in between virtual and physical spaces
Whether it be for clothing, jewelry or real estate, a salesman in a showroom has the ability to create a multisensory experience in order to captivate its guests. The scents, the lighting, the path, as well as the attention given to the client all work together to create a meaningful experience that benefits the brand.
Even though online spaces provide assets such as a high degree of interaction, reduced investment and greater reach, they lose a big essense of what makes a traditional showroom so special.
New audiences are gained by giving up control of the space, since they’re at the mercy of social media companies and how they provide interaction with their users.
Networks are also not immersive: the public has endless possibilities to explore and stay out of the reach of the brand as easily as they got into it. Due to being massive, social media networks also collide with the customized experience that can be created by a real space.
Showroom against the internet: advantages and disadvantages
Moving customer interaction from a showroom into a digital space necessitates compromises:
- Higher reach but less space control
- Higher interaction but less customized attention
- Greater immediacy but less attention retention
- Greater investment results but lesser experience
Many brands have been successful in working their way through this conundrum, and have been capable of altering the value of their products in order to take advantage of the strengths offered by a digital experience.
For instance: the fashion industry has always depended on physical spaces in malls in order to captivate customers and create its own message. In recent years, a good amount of names have come up or have adapted their business model into the digital space, and by doing so, they have engaged customers that up to a few years ago were terrified of online shopping.
The dilemma between a physical and a virtual experience
This whole situation is particularly relevant for companies that have small volume but high value products, such as real estate or automobiles.
With these kinds of business, the public still expects real contact and a customized attention, which ends up leaving these markets in a uncomfortable position, where they want to enjoy the benefits provided by digital tools, but are aware that a showroom still remains important in being able to present the buyers the kind of experience that they require.
But, is it really a necessity? or have they just not discovered the proper digital tools? A website and social media presence can certainly help in great ways, but they can only go so far. This is a virtual where showroom comes in, to offer what they were truly lacking of.
What’s a virtual showroom?
Through recent virtual and augmented reality innovations that just recently became available for consumers, virtual showrooms allow the creation of 100% digital experiences that’s equally or even more complete and enchanting than a real one.
Through virtual reality lenses and custom-made tech, potential buyers and investors can experience the best of a real estate project with a reduced investment.
By using proper technology, a virtual showroom is able to create a lot of valuable benefits out of technological solutions that were more or less out of the reach of real estate businesses.
A completely immersive environment creates key positioning in the mind of consumers by capturing glances, generating expectations and creating differentiation.
Key advantages of a virtual showroom
1. Innovation:
Being at the cutting edge of technology and constantly innovating is always a good strategy, particularly in highly competitive markets. Being aware of new and better ways to do things is by itself an ideal that pays off.
2. Appealing
Through its novelty factor, the public in more interested in engaging with a virtual showroom. A lot of people have never used virtual reality lenses, so the opportunity to discover them makes it a great method of attraction.
3. Positioning
Being one of the first to adapt into virtual showrooms is a great way of positioning a company as innovative and a market leader that differentiates through premium experiences. This is one of the best ways to stand out in events and fairs.
4. Hyperrealism
With the proper tools, a virtual experience may be indistinguishable from reality, when it comes to details. Customers feel as if they’re actually in an existing place, which is completely customizable by the brand.
5. Costs
After an initial investment, the costs of using virtual showrooms diminish, given that the equipment is easily transportable and reusable, which in turn increases return on investment. Virtual content is also relatively simple to create and update with the right tools and allies.
6. Interaction
It’s possible to go further than a physical showroom is able to. With overlaid information, endless customization possibilities and interactive mechanisms, virtual reality not only emulates but also enhances the user experience.
With the proper technology, virtual showrooms are the next big step in marketing evolution and real estate sales. From now on, new possibilities will allow new ways in which brands can reach their markets.
